Marketing Strategy of Hcl in Laptops and Desktops in Hcl Infosystems Ltd
Transcript of Marketing Strategy of Hcl in Laptops and Desktops in Hcl Infosystems Ltd
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PROJECT REPORT
ON
MARKETING STRATEGY OF HCL IN
LAPTOPS AND DESKTOPS IN HCL
INFOSYSTEMS LTD
SUBMITTED BY:
MS. PRIYANKA
REGISTRATION NO.:200602631
PROGRAM NAME: PGDBA MARKETING MANAGEMENT!
20"#$A PRAKASH MOHALLA EAST% OF KAILASH
NE& DELHI '11006(
SYMBIOSIS CENTRE FOR DISTANCE LEARNING
ENROLLMENT 2006
i
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NO OBJECTION CERTIFICATE
This is to certify that M). P*+,-/- is permitted to use relevant
data/information of this theM-*/+ S*-, 4 HCL + L-55) -D)/5) + HCL I4),)7) L for his project in fulfillment of the
PGDBAProgram.
& 8+)9 9+7 - 9 );
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DECLARATION BY THE LEARNER
This is to declare that I have carried out this project work myself in part
fulfillment of the PGDBA Program of SCD.
The work is original! has not "een copied from anywhere else and has not "een
su"mitted to any other #niversity/ Institute for any award of any
degree/diploma.
P-
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CERTIFICATE OF SUPER>ISOR GUIDE!
Certified that the work incorporated in this Project $eport M-*/+
S*-, 4 HCL + L-55) - D)/5) + HCL I4),)7) L
su"mitted "y M). P*+,-/- is her original work and completed under my
supervision.
%aterial o"tained from other sources has "een duly acknowledged in the
Project $eport
D-: M*. G-;-7 K;7-*
P-
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ACKNO&LEDGEMENT
I would like to e&press my gratitude and appreciation towards my friends working in
'odafone India td. ('odafone l) and for providing me information 'odafone to
complete the project.
I owe immensely for the minute help that was forwarded to me "y M*. G-;-7
K;7-*% = M-*/ M--* + HCL I4),)7) L. #nder whom I worked
there. *e supported me incredi"ly and guided me with suggestions and pro"ation+s
fort the "etterment of my accomplished work.
It has "een of great learning to "e on the jo",training and doing the project
simultaneously! which enriched my knowledge and developed my outlook for
"ecoming a "etter professional. -nticipating with conviction that I had "een of somehelp to them. I look forward with hope to work for this organiation.
astly! I would like to acknowledge my friends my "atch mates for their generous
co,operation and assistance in carrying out this project and all those peoples who
helped me in the preparation of this project. 0ithout you! there would not "e this
project.
MS. PRIYANKA
REGISTRATION NO.: 200602631
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TABLE OF CONTENTS
S.N. T5+< P-). N
1. Introduction 1,22
3. 4"jectives and Scope 25,26
7. imitations 28
9. Theoretical Perspective 2:,81
2. %ethodology Procedure of 0ork 83,89
5. -nalysis of Data 82,:9
6. ;indings Inferences and $ecommendations :2,:6
8. Conclusion :8,::
:. Summary of the Project $eport 1
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INTRODUCTION
Indian! the world+s largest democracy with world+s second highest population after
China and 6thlargest area is also one of the fastest growing economies in the world.
India+s richness and diversity of culture! geographic and climatic conditions! natural
and mineral resources are matched only "y few other countries of the world.
4ne of the India+s important assets is its vast reservoir of skilled manpower. India+s
known strength in software and IT and tremendous e,commerce potential ensure a
progressive up trend in growth of the Indian economy. India+s Telecom sector is the
5thlargest network in world.
The IT Industry in India is in its nascent stages and thus re@uiring more of regulatory
intervention "y the =overnment for proper and holistic development of the industry sothat Indian society can gain from the "enefits of the technology thus limiting the pace
of =lo"aliation and giving the Indian players a chance to develop capa"ilities to
compete with international players when the Industry will "e more e&posed to direct
International competition at the more advanced stage of this integration process .This
will lead to more of intrinsic or organic growth.
In the middle stages of the glo"aliation process of the Indian IT Industry and its
Integration with the rest of the world Industry shakeout will "e imminent and onlythose companies can survive which can compete intentionally therefore it is
important for the companies to develop in house capa"ilities in terms of marketing
and Asta"lishing strong $D "ase and to cater to the niche markets.
-s will "e o"vious from the technology life cycle! outlined elsewhere! that in certain
areas the learning curve is just too great for the Indian companies at this stage of
development and some technology options are ena"lers to faster growth in the other
segments! hence a healthy mi& of li"eraliation and regulation is needed to faster
achievement of the stated o"jectives.
IT is also imperative to see that! as with other countries! India also has limited
resources though the sie of those resources vary countries allocation of scarce
$esources (Capital! la"our etc.) gains significance and various Industries will have to
compete for those resources. It is important for the industry to realise that India can
not "e a market leader in all areas within IT domain. Therefore it will have to identify
its competencies and to generate synergies "y collating its strengths to take advantage
of the opportunities availa"le to it and to overcome weaknesses "y alleviating threats
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posed to it. Due to the very dynamic nature of the IT industry this posses an additional
challenge as newer technologies have the capa"ility to from newer industries and to
erode competitive advantage of the well esta"lished industries. This can see from the
point of view of eminent convergence of Computer and software! Consumer
Alectronics and Communication industries.
Despite the shift towards more market, oriented economic strategies! there is a
Continuing need for state policy to play the role of a nurturer of high technology
Industries in many countries. This is especially true of the information technology
(IT) industry! characteried "y rapid technological change! necessity of economies of
scale! research inputs! and the constant upgrading of skills.
This project e&amines the impact of state policy li"eraliation and glo"alisation on
India+s IT firms! and the means "y which they are responding to policy changes in the
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INDIAN HARD&ARE INDUSTRY
The Indian IT and electronic market in 3
the right incentive! India+s electronic hardware industry has the
Potential to reach #S 53 "illion "y 3domestic market accounting for #S 76 "illion and e&port of #S 32 "illion. The
major e&port opportunities would "e in the area of innovative new products! contract
manufacturing and design services. This shows that there are large opportunities for
Indian companies to increase their strength and grave these opportunities for future
growth. *C infosystems limited is one of those companies which are working to
increase their network marketing innovative product.
*C Infosystems td. Is currently engaged in selling manufactured hardware (like
PC+S! servers! monitors and peripherals) to institutional clients as well as retail
channel partners. Feside! it offers hardware support services to e&isting clients
through annual maintenance contracts! net work consulting and facilities
management.
In 3
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constituted 5
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information technology) estimate that the desktop PC market grossed 16.1 lakh units
in the first half of fiscal 3
manufacturing and government. Consumption also increased in non,traditional sectors
such as a education! retail outlets and self,employed professionals.
In future! *C+s hardware sales to the institutional segments are likely to remain
sta"le! with sustained hardware spending "y all the verticals! especially the "anking
and financial serves sector. Fesides! in retail hardware sales! a continued reduction of
price points! facilitated in part "y the recent reduction in e&cise duties on PCs! is
likely to reduce the price advantage of the small assem"lers! and augur well for
"randed PC manufacturing like *C. In the medium term! *C+s margins! despite its
sales ta& advantage! may "e affected "y the likely removal of duty protection on
manufactured PCs from the year 3
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leader in "randed PC *C infosystems also "ecame 1 Fillion Dollar Company in
april 3
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TOTAL MARKET SI@EJ This refers to the annual "usiness volume in currency or
in num"er of transactions
MARKET GRO&TH RATEJ This refers to the Compounded -nnualied =rowth
$ate (C-=$) taken over a period of 7 to 2 years
MARKET SHARE:The "reak up of market share in E terms! to help identify the
top players! the middle and the LminnowsL of the marketplace! "ased on the volume of
"usiness conducted
MARKET SEGMENTATIONJ 0hat are the key factors that determine the market!
is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of points of
distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is possi"le to
identify on a M, plane as to which are the spaces which are crowded "y service
providers and which are the relatively empty spots. This understanding helps plan for
entry "arriers
KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the market.
-re they providing premium @uality! or premium service or price advantage. This
helps identify possi"le future target segments
S&OT ANALYSISJ It is critical to identify the main Strengths of top players as well
as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing
warfare and help prepare accordingly. Strength and weakness include "rand e@uity!
geographic presence! strong management / leadership! technological edge! patent /
copyrights! etc.
It is e@ually important to identify emerging 4pportunities which could make the
market grow faster / larger or ac@uire "usiness more easily. Similarly! are there Threat
factors that could reduce the total market sie. These could "e due to regulatory
guidelines! changes in fashion trends! consumer preference! macro economic events
like currency crisis! import / e&port! war! natural calamity! demographic shift! etc.
BUSINESS CONTINUITY PLAN:0hile planning for market share analysis! it is
important to plan for the worst! i.e. how to ensure continuity of the going concern in
the event of a calamity. Companies which have effective Plan F usually sustain
shocks "etter and ensure achievement of targeted market share.
TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to arrive at
the overall market sie for the assessment period! and there"y decide on the volume of
"usiness any one firm targets to achieve during the period. This helps determine the
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firmKs targeted market share. This also help "udget for strategic activities like
"udgeting for $D! sales promotion! marketing! raining! etc.
%arket Share -nalysis shows customers as a percentage of the neigh"orhood they are
a part of! and is completed together with Customer %apping.
C;)7* M-55+
Customer mapping shows organiations which neigh"orhoods and markets they are
serving with their products. The results of customer mapping can often "e surprising
and show trends that were otherwise unknown.
In the e&le "elow! the "usiness owner e&pected to see many customers in the
south! however was @uite surprised to find the high num"er of customers in the north
as well. This changed his whole marketing focus.
In addition! customer mapping can "e applied not only to an entire client data"ase! "ut
also to selected kinds of customers such asJ
Those who have "ought certain products! or certain services
Those whose purchases e&ceed a specified amount
To gain the greatest value from Customer mapping! it can "e com"ined with market
share analysis to reveal the strongest areas that are "eing reached! and those that are not
"eing reached.
MARKETING SHARE OF HCL IN LAPTOPS AND DESKTOPS
0ith the falling price of note"ook PC+s and increasing culture of mo"ility! the market
witnessed a significant shift of consumer demand! with commercial desktops
customers opting for note"ooks PC+s instead!H said %r Piyush Pushkal! manager PC
$esearch! IDC India.
In the overall PC markets raking that include note"ooks and desktops! *P continues
to retain the top slot with a market share of 31E ! followed "y *C at 19E and
enovo at :E in items of unit shipments.
In the desktops PC market also the first three places were taken up "y *P! *C and
enovo respectively.
In the commercial desktops PC shipments! *C and *P jointly shared the top
position in 3
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4n the other hand! the desktop PC prices that rose "y 7E year,on,year! reported a
12E growth. The Indian PC market crossed 2 million shipments registering a32E
annual growth in unit shipments during 3
segment grossed sales of 8
176E se@uential growth. ;actors contri"uting to this e&plosive growth are new
technology features! enhanced performance product dura"ility and post,sales services.
enith registered a volume growth of 72
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laptop market is e&pected to show an e&ponential growth in the years to come.
aptops are growing "y 1
BAC in the Indian market. During his visit to India is 4cto"er 3
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&+*)) -;
Common "randing and rationaliation helped the *C duo clarify their focus! even ashandsets continued to dominate revenues.
=roup *C went "ack to its roots in 3
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predicta"ility in its revenue stream. The de,risking e&ercise was also undertaken in
terms of service line and geography concentration as the revenue mi& was gradually
shifted away from IT services and the dependence on the #S come down.
In the 7< year of *C+s operations! the group+s "randing e&ercise helped "ring "ack a
"it of the old glory and pride due to a founding mem"er of the IT industry . Bow! it
needs to leverage that common "rand and e@uity to scale up! synergie "etter! and
convince the stock markets too.
HCL D)/5) M--7 S48-*
F*
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$emote administration of desktops ena"les easier! efficient configuration and
updation!
Diagnosis and trou"leshooting of multiple desktops on a network.
The features include remote shut down! remote re"oot! wake,on,lan and file transfers!
all of which com"ine to form an effective remote administration package!
Impregna"le Security Protect your desktops from unauthoried users and prevent
valua"le data from "eing stolen using secure features such as password for power on
and setup! and I/4 port control.
The chassis intrusion detection features displays the status of the systems chassis for
tighter control over your systems resources. Comprehensive -ssets %anagement
Reep track of the various components in your PC with the comprehensive -ssets
%anagement feature. This tool records and fetches information relating to PC
hardware and software N from the %other"oard! Processor ! %emory! *ard Disk
Drive !Betwork card !%ultimedia devices! and Ports to the operating Systems loaded!
Installed Software !FI4S details ! D%I and 0%I details. Bow! you can easily track
and manage network PC+s from a central location. This saves an administrator effort
in identifying which network PC+s need to "e upgraded. -t the same time! it reduces
time spent on checking each client PC.
INTRODUCTION OF THE COMPANY
HCL I4*7-+ S,)7)
*C Info systems td. (*C Insys) is IndiaKs premier information technology
company. 0ith its in,depth e&pertise in developing solutions spanning diverse
technologies! *C Insys aims to propel its course on to the high,growth path of KTotal
Technology IntegrationK. everaging its e&pertise in total technology solutions and
services! *C Insys offers value,added services in key areas such as S-P
implementation! software applications! networking consultancy and management and
a range of support services.
To capture the two ends of the market spectrum , enterprise solutions and PCs , *C
Insys has made significant strategic infrastructural investments in the Professional
Services 4rganisation (PS4)! the Support Services 4rganisation (SS4) and in its
manufacturing plants at Boida and Pondicherry. The approach is to view hardware as
one of the key components of the total solution. The "uild,up of the services "usiness
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("oth of PS4 and SS4) would ena"le *C Insys to offer complete solutions and will
also raise manufacturing volumes to internationally competitive levels.
Asta"lished in 1::9! *C InsysK PS4 provides single,window enterprise solutions in
key vertical segments of telecommunications! manufacturing! finance "anking!
government! utilities and transportation. Spearheading *C InsysK thrust on software
e&ports! the PS4Ks infrastructure comprises a taskforce of 5
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The ;rontline division of *C Insys markets national and international "rands of
computer systems (including Toshi"a aptops) and peripherals within the country.
0ith its e&tensive network of 8
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;ollowing the governmentKs decision to open up the distri"ution of Internet services to
the private sector! *C Insys! under a new initiative called 000.40 provides a
complete range of solutions for the Internet. These services include setting up of
infrastructure for ISPs! solutions for cy"ercafes! information kiosks! Bet,on,T'!
corporate Intranet and e&tranet ('PBs)! infrastructure for smart cities and a set of
management services such as facilities management! network management etc.
0ith an enlarged "usiness focus! *C Insys has strengthened its multiple strategic
alliances with specialists to include world leaders such as Intel for PC and PC Servers
%icrosoft! Bovell and SC4 for operating systems and software solutions Toshi"a
Corp. for "usiness automation e@uipment S-P -= for specialist A$P solutions and
4racle! Sy"ase and Informi& for $DF%S platform. Indeed! a vision to create
enterprises of tomorrow.
TIMELINE
1$"6
*industan Computers imited (*C) F4$B.
1$""
Distri"ution alliance formed with Toshi"a for copiers.
1$"
*C successfully Ships in,house designed micro,computer at the same time as -pple.
The Indian computer industry is "orn.
1$0
*C introduces "it sliced! 15,"it processor "ased micro,computer.
1$3
Indigenously develops an $DF%S! a Betworking 4S and a Client server architecture!
at the same time as glo"al IT peers.
1$6
*C! "ecomes the largest IT Company in India.
1$
*C introduces fine grained multi,processor #ni&,7 years ahead of GSunH and G*PH.
1$$0
Data >uest marks *C Bo.1 amongst top the computer giants.
1$$1
*C td. and *ewlett Packard! #S-! partner to form *C,*ewlett Packard td.
' develops multi,processor #ni& for *P,heralds *C!s entry into contract $D.
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1$$
Distri"ution alliances formed with Aricsson Switches and Bokia Cell phones.
1$$"
*C Infosystems is formed.
*C!s $D spun,off as *C Technologies,marks advent into software services.
' with Perot Systems! stake divested in 3
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' with BAC! apan.
*C sets up first power PC architecture design centre outside of IF%.
Completes "uy,out of 's with Deutsche Fank and Fritish Telecom+s -P44
Contact Centre.
*C integrates all group employees under hcl. In domain.
Sets a dedicated 4ffshore Design centre for leading Tier,1 -erospace supplier!
*amilton Sundstrand.
*C Infosystems launches su" $s.1
"ridge the digital divide
2006
*C Info systems in partnership with Toshi"a e&pands its retail presence in india "y
62! Channel,3
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In early 3
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advertisement was phenomenal.
, *C develops special program generators to speed up the development of
applications
1$(
, Fank trade unions allow computerisation in "anks . *owever ! a computer can
only run one application such as Savings Fank! Current account ! oans etc.
, *C sets up core team to develop the re@uired software , -P% ( -dvanced
edger Posting %achines ) . The team uses reusa"le code to reduce development
efforts and produce more relia"le code . -P% "ecomes the largest selling
software product in Indian "anks
, *C designs and launches #ni&, "ased computers and IF% PC clones
, *C promotes 7rd party PC applications nationally
1$6
, onal offices of "anks and general insurance companies adopt computeriation
, Purchase specifications demand the availa"ility of $DF%S products on the
supplied solution (#nify! 4racle). *C arranges for such products to "e ported
to its platform.
, *C assists customers to migrate from flat,file "ased systems to $DF%S
1$$1
, *C enters into a joint venture with *ewlett Packard
, *P assists *C to introduce new servicesJ Systems Integration! IT consulting!
packaged support services ( "asicline! teamline )
, *C esta"lishes a $esponse Centre for *P products! which is connected to the
*P $esponse Centre in Singapore.
, There is a vertical segment focus on Telecom! %anufacturing and ;inancial
Services
2000, *C ac@uires and e&ecutes the first offshore project from IF% Thailand
, *C sets up core group to define software development methodologies
2001
, Starts e&ecution of Information System Planning projects
, A&ecution projects for =ermany and -ustralia
, Fegins *elp desk services
2002 , Sets up the STP ( Software Technology Park ) at Chennai to e&ecute software
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projects for international customers
, Fecomes national integration partner for S-P
2003
, Rolkata and Boida STPs set up
, *C "uys "ack *P stake in *C *ewlett Packard
2002 , Chennai and Coim"atore development facilities get IS4 :
,*C Infosystems Sun %icrosystems enters into a Anterprise Distri"ution
-greement
, $ealigns "usinesses! increasing focus on domestic IT! Communications
Imaging products! solutions related services
200$
, Fecame the first vendor to register sales of 2
, ;irst Indian company to "e numero uno in the commercial PC market
, Anters into partnership with -%D
, aunched *ome PC for $s 1:!:::
, *C InfosystemsK Info Structure Services Division received IS4 :
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2010
, 1st to announce PC price cut in India! post duty reduction! offers Aee"ee at
$s. 16:: Customer Satisfaction -udit rates *C as Bo.1 Frand in
Desktop PCs
, %aintains Bo.1 position in the Desktop PC segment for year 3
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PROFILE OF THE ORGANISATION
ABOUT HCL
In the early 6
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power !ministry of education! health and national development! telecom authority of
Singapore and penang state govt.
*C Infosystems+ chosen platform of total technology integration lends itself to some
very signigicant alliances with the glo"al leaders. -mong its partner are *P for high
end -ISCA/#BIM service and workstation and *P open view network management
solution Intel for PC server "uilding "locks %icrosoft! novell and SC4 -=
solutions $ed hat inu& Samsung Pivota for C$% solution and 4$-CA Sy"ase
and Informi& for $DF%S platform.
*C FP4 Services provides a comprehensive range of 'oice/0e" "ase Contact and
;ront 4ffice Services that span Collections! Sales %arketing! Technical *elp Desk
and Customer Care. It represents *C Technologies+ most significant strategic
"usiness e&tension and investment to date. *C FP4 Services currently operates out
of various locations in India! %alaysia and Borthern Ireland.
In 3
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H+9+9) 4* 9 ,-* INR!
$evenue at R). 6033.6
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to what we did with $emote Infrastructure %anagement ($I%). This com"ined with
our dominant leadership in winning and e&ecuting large transformational multi,
million dollar deals! puts us in a uni@ue position in the industry.H
*C Infosystems td is one of the pioneers in the Indian IT market! with its origins in
1:65. ;or over @uarter of a century! we have developed and
implemented solutions for multiple market segments! across a range of
technologies in India. 0e have "een in the forefront in introducing new
technologies and solutions. The highlights of the *C saga are
summarised "elowJ
HCL INFOSYSTEMS LTD.
*C Infosystems is IndiaKs premier information ena"ling company. everaging its 38
years of e&pertise in total technology solutions! *C Infosystems offers value,added
services in key areas such as system integration! networking consultancy and a wide
range of support services.
*C Infosystems is among the leading players in all the segments comprising
the domestic IT products! solutions and related services! which includes PCs!
servers! networking products! imaging communication products.
Continuously meeting the ever increasing customer e&pectations and
applications! its focus on integrated enterprise solutions has strengthened the
*C InfosystemsK capa"ilities in supporting installation types ranging from
single to large! multi,location! multi,vendor multi,platform spread across
India. *C Infosystems! today has a direct support force of over 200
mem"ers! is operational at 300 locations across the country and is the
largest such human resource of its kind in the IT "usiness. - majority of the
team mem"ers have "een specially trained in a variety of supporting
solutions! the companyKs key focus area.
*C InfosystemsK manufacturing facilities are ISO $001 ' 200 ISO 1001
certified and adhere to stringent @uality standards and glo"al processes. 0ith
the largest installed PC "ase in the country! four indigenously developed and
manufactured PC "rands , KInfinitiK! KFusy"eeK KFeanstalkK and KAee"eeK , and
its ro"ust manufacturing facilities *C Infosystems aims to further leverage
its dominance in the PC market. It has "een consistently rated as Top playerin PC industry "y IDC .The KInfinitiK line of "usiness computing products is
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incorporated with leading edge products from world leaders such as Intel. -
fully integrated and "usiness,ready family of servers and workstations! the
KInfiniti =lo"al ineK is targeted at medium and large companies to help them
to manage their enterprise,related applications. It has considera"le
dominance in verticals like ;inance! =overnment! and Aducation
$esearch.
The Channel Fusiness of *C Infosystems has an e&tensive network of over
2(00resellers across 300locations. It has actively promoted the penetration
of PCs in the home and the small office/home office (S4*4) segments!
through Feanstalk! Aee"ee Fusy"ee PCs and Toshi"a aptops.
*C Infosystems has two focused "usiness units. 0hile *C Infosystems
concentrates on the IT products! solutions and related services "usiness! *C
InfiBet focuses on the rapidly growing communication and imaging
products! solutions and services industry.
*C InfiBet! with a presence in more that 72 cities! has the a"ility to service
around 32< cities in its catchment area. It provides corporate networking
services like 'irtual Private Betwork! Froad"and Internet -ccess! *osting
Co,location services! designing deploying Disaster $ecovery Solutions
Fusiness Continuity solution! -pplication Services! %anaged Security
Services B4C Services over its state,of,the,art IP network to over 3
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-s a leading information ena"ler! *C Infosystems has long standing
relationships with world technology leaders such as S#B for enterprise
computing solutions! Intel and -%D for PCs PC Servers %icrosoft!
Bovell and SC4 for operating systems and software solutions Toshi"a Corp.for "usiness automation e@uipment S-P -= for specialist A$P solutions
and 4racle! Sy"ase and Informi& for $DF%S platform! A%C! 'eritas for
storage solutions. The aim is to straddle the entire landscape of information
ena"ling technology far more comprehensively! effectively and
competitively. Indeed! a vision to create enterprises of tomorrow.
PRODUCTS AND SER>ICE GALLERY
OF HCL
HC InfosystemsK portfolio of products covers the entire spectrum of the information
technology needs of its customers.
Fy virtue of the immense diversity of markets and customers that it addresses!
*C InfosystemsK products offerings include everything from high end
enterprise level servers for mission critical applications to multimedia home
computers.
ou may "e a large multi,location company e&ploring solutions to e,ena"le
your organiation or you may "e a new "orn rising star looking for someone
for IT Planning or setting up your IT Infrastructure! *C Infosystems has a
solution tailor,made for you.
HC InfosystemsK portfolio of products covers the entire spectrum of the
information technology needs of its customers.
Fy virtue of the immense diversity of markets and customers that it addresses!
*C InfosystemsK products offerings include everything from high end
enterprise level servers for mission critical applications to multimedia home
computers.
ou may "e a large multi,location company e&ploring solutions to e,ena"le
your organiation or you may "e a new "orn rising star looking for someone
for IT Planning or setting up your IT Infrastructure! *C Infosystems has a
solution tailor,made for you.
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PRODUCTS SOLUTIONS
DESKTOPS NOTEBOOKS
U Fusiness PCs
U *ome PCs
U *C leaptops
I &ORKSTATIONS
U Infiniti Challenger 0orkstations
U S#B 0orkstations
AMD &ORKSTATIONS
U Infiniti Mcel ine 33
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>ISION AND MISSION
OF
HCL INFOSYSTEMS
>ISION STATEMENT LTogether we create the enterprises of tomorrowL
MISSION STATEMENT
LTo provide world,class information technology solutions and services to ena"le our
customers to serve their customers "etterL
BUSINESS PROFILE OF HCL:
''OUR MANAGEMENT OBJECTI>ES
To fuel initiative and foster activity "y allowing individuals freedom of action
and innovation in attaining defined o"jectives.
''OUR PEOPLE OBJECTI>ES
To help people in *C Infosystems td. share in the companyKs successes!
which they make possi"le to provide jo" security "ased on their performance
to recognie their individual achievements and help them gain a sense of
satisfaction and accomplishment from their work.
0e shall uphold the dignity of the individual
0e shall honor all commitments
0e shall "e committed to >uality! Innovation and =rowth inevery endeavor
0e shall "e responsi"le corporate citiens
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SER>ICES
0ith a resource pool of over 3
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which cover either legacy technologies or even the current e,"usiness frameworks!
ena"ling you to seamlessly integrate the two. Their e&posure to multiple technologies
ensures that your e&isting IT investments are protected and leveraged appropriately.
Their e&posure to various facets of the e&tended supply chain ensures that you can
effectively e&ploit the net as a medium to improve procurement! sales! and internal
organisational processes.
;or some of the commonly used "usiness processes! they have developed solution
frameworks! which reduce the implementation timeframes and costs! ena"ling you to
realise early "enefits.
They have partnerships with leading packaged software providers in the areas of A$P!
C$% and supply chain management! ena"ling them to deploy skilled consultants for
implementing solutions! which improve your value chain. Their Froad vision
partnership ena"les them to use proven solution frameworks for various verticals and
@uickly implement comple& solutions.
They "elieve that internal IT systems collate significant data a"out customers and
internal costs. Their data warehousing solution framework and methodology ena"les
them to provide solutions! which allow you to analyse your legacy data! giving you a
"etter understanding of your customers and costs. This ena"les you to develop
focused marketing strategies and effective cost cutting measures. In the competitive
age! it is essential to attract new customers and retain the e&isting ones through "etter
customer service. They have provided innovative workflow "ased solutions to several
customers! su"stantially reducing the processing time for applications such as loan
approvals! processing of ta& returns! applications for trademark registration etc.
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HCL A--:
HCL I4),)7) ( *CI) draws itKs strength from 36 years of e&perience in
handling the ever changing IT scenario ! strong customer relationships ! a"ility to
provide the cutting edge technology at "est,value,for,money and on top of it ! an
e&cellent service support infrastructure .
Today *CI is countryKs premier information ena"ling company . It offers one,stop,
shop convenience to its diverse customers having an e@ually diverse set of
re@uirements. Fe it a large multi,location enterprise! or a small/medium enterprise! or
a small office or a home! *CI has a product range! sales support capa"ility to
service the needs of the customer.
ast 36 years apart from knowledge e&perience have also given them continuity in
relationship with the customers! there"y increasing the customer confidence in them.
Their strengths can "e summaried asJ
-"ility to understand customerKs "usiness and offer right technology
ong standing relationship with customers
Pan India support service infrastructure
Fest,vale,for,money offerings
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CountryKs first Desktop PC , Fusy Fee in 1:82
CountryKs first "randed home PC , Feanstalk in 1::2
CountryKs first Pentium 9 "ased PC at su" 9uality standards that
helped them effectively tie >uality with Fusiness =oals! leading to customer andemployee satisfaction.
UALITY AT HCL INFOSYSTEMS LTD
The history of structured @uality implementation in *C Infosystems "egan in the
late 1:8C tools
and ;ailure $eporting and Corrective -ctive Systems (;$-C-S). They also
employed concurrent engineering practices including design reviews! and rigorous
relia"ility tests to uncover latent design defects.In the early :
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commitment "y an organiation to improve "ut more importantly! the individualKs
need towards "etter @uality in his personal life.
#nder their >uality Aducation System program! they train their employees on the
"asic concepts and tools of @uality. - num"er of improvement projects have "een
undertaken "y their employees! where"y process deficiencies and "ottlenecks are
identified! and Corrective -ction Projects (C-Ps) are undertaken. This reduces defect
rates and improves cycle times in various processes! including personal @uality.
They have received MAIT) L II *
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Information Strategy Planning
Transition %anagement VStrategic/TechnicalW
Solution Integration
I4*7-+ S*-, P-+ ISP!:Information Systems Planning (ISP) helps IS integrate with the "usiness. 0hile IS o
needs to "e an integrated resource within the organisation contri"uting to the
organisationKs core competencies resulting in sustaina"le competitive advantage! IS
planning is not a one,off or occasional event! "ut a continuous sustained process! as
organisations plan and re,plan and respond to changes in the "usiness environment.
-nd nothing can descri"e the volatility of this environment "etter than the current
Internet age. ISP helps "y defining what the "usiness is a"out! what is its strategy and
purpose! identifying what IS one has and if it is effective and meeting the "usiness
needs! finding out e&isting technological opportunities and how it can support the
"usiness. ISP also helps identifying what information systems are needed! when they
are needed and how will they "e implemented.
0ith decades of e&perience in the IT industry! *C "rings in a wealth of e&perience
to the ta"le to address this. *C has helped large corporations spread across the world
in various ISP projects. The solutions encompass "oth S%As and large
organisations across various industries and domains.
Their ISP offerings includeJ
S*-+< P-+
-ssess organisation %ission! o"jectives strategies
-ssess "usiness and competitive environment
-ssess technology environment
I4*7-+ R;+*7) - T
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S98 C-))
F* - -+ I);*-
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F* - -+ B-/ + M--,)+-
This ISP was for a large Fank in %alaysia. The scope involved recommending
strategies for achieving competitive advantages provided "y information technology
to drive the "usiness! link information technology and systems planning to the
strategic goals of the organisation and recommending a road,map for implementation
and drawing a "lue,print for IT investment for future! evaluating various technology
alternatives and recommend the suita"le solution that met the re@uirements with
minimal total cost of ownership.
S+-5* M-)) R-5+ T*-)5*
This project was for Singapore %ass $apid Transport and involved study of e&isting
operations and recommending process innovation.
T*-)++ 7--7 )*-+<
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companies! ISPs etc. Bever "efore have organisations faced a period of such
e&plosive! revolutionary change in how "usiness is "eing conducted each day and
they can do IT for you.
S;+) +*-+:
0hether itKs putting a few applications together on a small network or make different
applications on various platforms integrate with one another! the jo" could "e @uite
challenging. 0ith the advent of the new e,economy ! the daunting task of just getting
it together within the organisation is not enough and these applications need to "e
integrated with "oth custom "uilt and off,the shelf we","ased and legacy applications.
0ith years of IT e&perience "ehind it! and a wide spectrum of availa"le services in
"oth hardware and software! *C can help organisations meet these challenges with
the most efficient and cost,effective manner. They can assist organisations in the area
of consulting! software development! networking! implementation! support training!
facilities management and help desk services. 4ver the years they have helped "oth
their international and domestic clients in very large SI projects (some of them with
2< to 1
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7rd Party for specific skills
Industry consultants
D+*, 4 M;+5 S*+
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processes! and state,of ,the,art software factories ensure that the customer gets the
"est solutions in a cost,effective! timely manner first time every time.
Software Services
A,commerce Services Platforms
4perate and Support
S48-* S*+
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Infrastructure Development
%aintenance Filling and Customer Care Solutions
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P-4*7):
0ith over two decades of presence in this industry! they have a wealth of skills!
which address most of the technologies and platforms "oth past and current! with an
eye on the future. Their e&cellent resourcing and ramp,up capa"ilities ensure the
availa"ility of scarce skills as and when re@uired and have proven over the years to
match "oth in terms of @uality and @uantity.
O5*- - S;55*:
0ith over two decades of presence in the IT industry! and "eing IndiaKs argest IT
conglomerate! they have time,tested proven processes to implement! operate and
manage large and complicated systems across various hardware and software
platforms. This e&pertise is not only used in,house to meets itKs internal re@uirements
"ut is also offered as a service to various glo"al clients. Their glo"al presence also
gives their clients the confidence and comfort few companies can match. 4ver the
years they have operated and supported systems of siea"le magnitude for clients
across various industry verticals such as "anking insurance! telecom!
manufacturing! government and services. They also have a dedicated team for
addressing ;acilities %anagement re@uirements of various clients .Their IS4,:
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strategically across the country! is designed to take advantage of the high productivity
and scala"ility as well as the relatively lower cost of software development in India.
These software factories are all linked "y high,speed satellite and terrestrial
communication facilities with *C offices and clients across the world.
4ffshore %odel is supported "y the Software ;actory in India allowing the Client to
take advantage of the cost and productivity "enefits offered in India.
B4+):
The 4ffshore methodology offers a distinct competitive advantage and has the
following "enefitsJ
$apidly "uild skills that are otherwise difficult to o"tain from the market
Affectively handle variations in workload ("y scaling or descaling resources)
#se multi,platform skilled resources (for marrying technologies)
Provide "enefits of *CKs esta"lished and proven IT practices X ower unit
costs with "igger capacities
$educe risk of project overruns! occurring due to attrition shortage of
skilled persons
Client can free (and motivate) in,house resources for new opportunities and
work in "usiness critical areas.
THE TYPES OF PROJECTS &HICH CAN BE EECUTED HO& THEY
ARE ACCOMPLISHED BY HCL INFOSYSTEM % IS GI>EN!
T,5) 4 P*
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&9, 9, );
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services can help people and companies address their pro"lems and challenges! and
realie their possi"ilities! aspirations and dreams.
Aven in the poor economic conditions of 3
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HCL = A&ARDS GALLERY
R
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T9
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OBJECTI>ES AND SCOPE
RESEARCH OBJECTI>E
To study the *C IB;4SSTA%S
To e&amine the development if the hardware market in India.
To study the *ardware market in indi
To study the market share of *C in the market.
To study the marketing strategies currently adopted "y *C Infosystems
services India private limited.
To critically analye the marketing strategy in this highly competitive Indian
scenario and also its competitive product portfolio. To study the various factors that affect decision make and decision making
strategies in *C.
To come to a conclusion a"out the decision making strategies in *C.
This study attempts an in,depth analysis of reengineering human resource
practices. To study of the process of re, engineering specific to *uman
$esources practices in software organiations.
To achieve the o"jective of the research work! 9 organisations have taken into
consideration and these are C%C! T-T- Infotech! *C Infosystems and
*ughes Software systems. -ll are software organiation.
SCOPE OF THE STUDY
The following are the limitations of the studyJ
The sample sie was small and hence the results can have a degree of variation.
The response of the employees in giving information was lukewarm.
4rganiation+s resistance to share the internal information.
>uestionnaire is su"jected to errors.
The topic of the project is G%arketing share of *C in desktop and laptopH. Since IT
itself is very vast area! my project will focus to a particular segment i.e. hardware
industry. %y project will cover following area as! which are the major players in
hardware industry (*C! IF%! *P and =$- %-$RAT). 0hat are the entry "arriers
for entering this industry! what are the e&iting "arriersO 0hat opportunities! as well as
threats! these players have to face.
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PROBLEMS OF THE ORGANI@ATION
This study is very significant to the company as well as its customers. It helps the
company in knowing the reasons for not using G%A Gin comparison to other computer
laptop. 0ith the help of the current project study the company will "e a"le to find out themain areas where it is lacking in the market and can find out what are the areas where the
company holds a very strong position in the market. Company will "e a"le to judge its
position in the competitive market scenario "y this project.
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LIMITATIONS
L+7+-+) 4 9 R)-*
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THEORETICAL PERSPECTI>E
MARKET STRATEGIES OF HCL IN LAPTOPS AND DESKTOPS
%r. Paul added! L-s part of our strategy to sustain the num"er one slot! we plan to
introduce new products that have "een designed "earing the customer needs in mind.
0e hold numerous user meets across the country every year to get customer feed"ack
and these new launches are a result of this painstaking! yet rewarding e&ercise!L
*C Infosys! a technology integrator! offers its customers technology solutions across
multiple platforms. This is as a result of its e&pertise in developing state,of,the,art
indigenous enterprise solutions understanding of the networking technology its
design capa"ilities in product engineering integrating diverse hardware components
and its access to specialied technology for turnkey projects through partnerships withvarious world class players. 0ith a definite and distinct focus on enterprise solutions
and personal computers! *C Info systems (*C Infosys) has direct customer service
centers at 197 locations! 5 software e&port factories and a state,of,the,art
manufacturing facility.
*C Infosys has five overseas "usiness entities in #S! #R! -ustralia! Singapore and
%alaysia. *C Infosys manufacturing process are IS4 :
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garnering a dou"le digit market share in the laptop segment in India in the ne&t 18
months!H =eorge Paul! e&ecutive vice president! %arketing *C Info systems said.
Due to the escalating dollar value! the price difference "etween a desktop and laptop
has gone up from a"out $s 1
of its PC sales! while the rest is "eing contri"uted "y the enterprise segment. 0ithin
the enterprise market! 7< per cent of its sales come from government and another 7E IN THE FIELD OF EDUCATION
HCL) E;
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HCL) J O*+ T*-++ P**-7 + IT I4*-)*;
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companyKs telemarketing contact channel! which was responsi"le for nearly 7
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4nce a future segmentation and contact strategy was developed! eoyalty used the
collected historical campaign performance data to test the pro"a"le effectiveness of
the recommendations. - simulation model was used to predict response and
conversion rates using the new contact strategy. %ultiple iterations of this model were
run to make modifications to contact fre@uency and touch point in order to optimie
the desired outcome.
THE RESULTSQ
-pplying the optimied contact strategy! the customer is e&pected to e&perience the
following impact to their campaign productivityJ
Z - reduction in total customer touches of 16E
Z - reduction in telemarketing touches of 57EZ - decrease in marketing costs of 37E
Z -n increase in new customer gross additions attri"uta"le to marketing of :E
Z -n increase in the customer e&perience due to decreased touches and utiliation of
less intrusive channels eoyalty further modeled the financial impact of these changes
to demonstrate a predicted savings of 2% annually in marketing e&pense and over
9% annually in revenue from additional sales.
1. unit or dollar sales
3. user "ase (since piracy and "rand switching effect)
7. market definition(scope of definitions)
9. scope of denominator(which other "rands included)
2. time frame length
5. product definition ("rand! product line! or strategic "usiness unit)
- market share analysis needs to take into account the followingJ
TOTAL MARKET SI@EJ This refers to the annual "usiness volume in currency or
in num"er of transactions
MARKET GRO&TH RATEJ This refers to the Compounded -nnualied =rowth
$ate (C-=$) taken over a period of 7 to 2 years
MARKET SHARE:The "reak up of market share in E terms! to help identify the
top players! the middle and the LminnowsL of the marketplace! "ased on the volume
of "usiness conducted
MARKET SEGMENTATIONJ 0hat are the key factors that determine the
market! is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of
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points of distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is
possi"le to identify on a M, plane as to which are the spaces which are crowded "y
service providers and which are the relatively empty spots. This understanding helps
plan for entry "arriers
KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the
market. -re they providing premium @uality! or premium service or price
advantage. This helps identify possi"le future target segments
S&OT ANALYSISJ It is critical to identify the main Strengths of top players as
well as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing
warfare and help prepare accordingly. Strength and weakness include "rand e@uity!
geographic presence! strong management / leadership! technological edge! patent /
copyrights! etc.
It is e@ually important to identify emerging 4pportunities which could make
the market grow faster / larger or ac@uire "usiness more easily. Similarly! are
there Threat factors that could reduce the total market sie. These could "e due
to regulatory guidelines! changes in fashion trends! consumer preference!
macro economic events like currency crisis! import / e&port! war! natural
calamity! demographic shift! etc.
BUSINESS CONTINUITY PLAN: 0hile planning for market share
analysis! it is important to plan for the worst! i.e. how to ensure continuity of
the going concern in the event of a calamity. Companies which have effective
Plan F usually sustain shocks "etter and ensure achievement of targeted
market share.
TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to
arrive at the overall market sie for the assessment period! and there"y decide
on the volume of "usiness any one firm targets to achieve during the period.
This helps determine the firmKs targeted market share. This also help "udget
for strategic activities like "udgeting for $D! sales promotion! marketing!
raining! etc.
%arket Share -nalysis shows customers as a percentage of the neigh"orhood
they are a part of! and is completed together with Customer %apping.
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C;)7* M-55+
Customer mapping shows organiations which neigh"orhoods and markets they are
serving with their products. The results of customer mapping can often "e surprising
and show trends that were otherwise unknown.
In the e&le "elow! the "usiness owner e&pected to see many customers in the
south! however was @uite surprised to find the high num"er of customers in the north
as well. This changed his whole marketing focus.
In addition! customer mapping can "e applied not only to an entire client data"ase! "ut
also to selected kinds of customers such asJ
Those who have "ought certain products! or certain services
Those whose purchases e&ceed a specified amount
To gain the greatest value from Customer mapping! it can "e com"ined with market
share analysis to reveal the strongest areas that are "eing reached! and those that are not
"eing reached.
M-*/ S*-+) 4 HCL + L-55) - D)/5) S7
0ith the falling price of note"ook PC+s and increasing culture of mo"ility! the market
witnessed a significant shift of consumer demand! with commercial desktops
customers opting for note"ooks PC+s instead!H said %r Piyush Pushkal! manager PC
$esearch! IDC India.
In the overall PC markets raking that include note"ooks and desktops! *P continues
to retain the top slot with a market share of 31E ! followed "y *C at 19E and
enovo at :E in items of unit shipments.
In the desktops PC market also the first three places were taken up "y *P! *C and
enovo respectively.
In the commercial desktops PC shipments! *C and *P jointly shared the top
position in 3
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annual growth in unit shipments during 3
segment grossed sales of 8
176E se@uential growth. ;actors contri"uting to this e&plosive growth are new
technology features! enhanced performance product dura"ility and post,sales services.
enith registered a volume growth of 72
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S $ajendran! =%! Sales %arketing! %o"ile and Display Products =roup! -cer
India! "elieves that "uyers have started considering note"ooks as a convenient
alternative to a desktops PC mainly due to "ridging of the price difference "etween an
entry level laptop and a desktop. -s per IDC !the Indian note"ook markets for the
calendar year 3
calendar year 3
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growing economy. Be&t generation 0I,;i will provides faster speed! and wider
"andwidth and range to "oost wireless access.
NAPA:0ith the introduction of B-P- in note"ooks! corporate customers can
take advantage of the enhanced performance of duel core technology whenrunning multi,threaaded applications. Consumers can play 7D games while
concurrently performing tasks such as streaming media or security scans.
HCL = B*- >-;
Common "randing and rationaliation helped the *C duo clarify their focus! even as
handsets continued to dominate revenues.
=roup *C went "ack to its roots in 3
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In the 7< year of *C+s operations! the group+s "randing e&ercise helped "ring "ack a
"it of the old glory and pride due to a founding mem"er of the IT industry . Bow! it
needs to leverage that common "rand and e@uity to scale up! synergie "etter! and
convince the stock markets too.
HCL D)/5) M--7 S48-*
F*
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The features include remote shut down! remote re"oot! wake,on,lan and file transfers!
all of which com"ine to form an effective remote administration package!
Impregna"le Security Protect your desktops from unauthoried users and prevent
valua"le data from "eing stolen using secure features such as password for power on
and setup! and I/4 port control.
The chassis intrusion detection features displays the status of the systems chassis for
tighter control over your systems resources. Comprehensive -ssets %anagement
Reep track of the various components in your PC with the comprehensive -ssets
%anagement feature. This tool records and fetches information relating to PC
hardware and software N from the %other"oard! Processor ! %emory! *ard Disk
Drive !Betwork card !%ultimedia devices! and Ports to the operating Systems loaded!
Installed Software !FI4S details ! D%I and 0%I details. Bow! you can easily track
and manage network PC+s from a central location. This saves an administrator effort
in identifying which network PC+s need to "e upgraded. -t the same time! it reduces
time spent on checking each client PC.
C-*+) 4 I4*7-+ S,)7)
Systems analysts develop different types of information systems to meet a variety
of "usiness needs. The types of Information systems and a "rief description of
each are listed "elowJ,
1. Data Processing Systems
Process large amount of data for routine "usiness transactions! these systems run a
series of programs on an automatic "asis at regular intervals.
2. M--7 I4*7-+ S,)7) MIS
Provide periodic reports for planning! control and decision making. #sers of %IS
use a shared data"ase. %IS generates information that is used in decision making.
3. D
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microcomputers and e&pert systems shells. -n e&pert systems (also called
knowledge "ased system) effectively captures and uses the knowledge of an
e&pert for solving a particular pro"lem e&perienced in an organiation! e.g.
medical system! judicial system.
#nlike DSS! which leaves the final judgment to the decision maker! an e&pert
system selects the "est solution availa"le to a pro"lem or a specific class of
pro"lems.
I-; 4 I4*7-+ T
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i"eraliation and glo"aliation are now "eing upheld "y policy makers as the sole
Determinants of international competitiveness for the Indian IT industry in the
nineties. *owever! the impact of li"eraliation and glo"aliation may "e "oth positive
and Begative they provide a pathway to continuous technological upgrading! "ut at
the same time threaten the survival of indigenous IT firm and their technological
capa"ilicities! "uilt on the "asis of impact su"stitution. This project argues that
li"eraliation implies a continuing like "etween government and industries! and that it
needs to go hand,in,hand with interventionist measures. The state has a continuing
role to play in fostering the IT industry and creating the conditions for international
competitiveness! even under li"eralied economic condition. -lthough Indian IT firm
are shown to "e adapting to the new policy environment! the industry+s future can "e
"etter secured "y a renewed policy emphasis on developing the domestic industry and
market! accompanied "y a push for IT consumption an against mere production and
e&port.
%arket share! in strategic managementandmarketing is! according to Carlton 4KBeal!
the percentage or proportion of the total availa"le marketor market segment that is
"eing serviced "y a company. It can "e e&pressed as a companyKs sales revenue (from
that market) divided "y the total sales revenue availa"le in that market. It can also "e
e&pressed as a companyKs unit sales volume (in a market) divided "y the total volume
of units sold in that market. It is generally necessary to commission market research
(generally desk/secondary research) to determine! although sometimes primary
research) to estimate the total market sie and a companyKs market share. %arket share
analysis shows a "usiness how well it is reaching customers in each neigh"orhood
across its sales region. In the e&le "elow! the darker the color! the stronger the
sales for the featured "usiness. In other words! the light yellow areas "elow represent
areas of few sales for the "usiness! and the dark green areas represent the "est areas
with many sales for this "usiness.
Increasing market share is one of the most important o"jectives of "usiness.The main
advantage of using market share as a measure of "usiness performance is that it is less
dependent upon macro environmental varia"les such as the state of the economy or
changes in ta& policy. *owever! increasing market share may "e dangerous for
makers of fungi"le haardous products! particularly products sold into the #nited
Statesmarket! where they may "e su"ject to market share lia"ility.
6
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Market share analysis is an important part of market analysisand indicates how well a
firm is doing in the marketplace compared to its competitors.
=ivon! %ahajan! and %uller have researched spreadsheet and word processing software
firms to give a clearer image of how to determine market share in the software
industry. They propose si& factors to help estimate the value of market share (1::6)J
1. unit or dollar sales
3. user "ase (since piracy and "rand switching effect)
7. market definition(scope of definitions)
9. scope of denominator(which other "rands included)
2. time frame length
5. product definition ("rand! product line! or strategic "usiness unit)
- market share analysis needs to take into account the followingJ
TOTAL MARKET SI@EJ This refers to the annual "usiness volume in currency or
in num"er of transactions
MARKET GRO&TH RATEJ This refers to the Compounded -nnualied =rowth
$ate (C-=$) taken over a period of 7 to 2 years
MARKET SHARE:The "reak up of market share in E terms! to help identify the
top players! the middle and the LminnowsL of the marketplace! "ased on the volume of
"usiness conducted
MARKET SEGMENTATIONJ 0hat are the key factors that determine the market!
is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of points of
distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is possi"le to
identify on a M, plane as to which are the spaces which are crowded "y service
providers and which are the relatively empty spots. This understanding helps plan for
entry "arriers
KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the market.
-re they providing premium @uality! or premium service or price advantage. This
helps identify possi"le future target segments
S&OT ANALYSISJ It is critical to identify the main Strengths of top players as well
as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing
warfare and help prepare accordingly. Strength and weakness include "rand e@uity!
geographic presence! strong management / leadership! technological edge! patent /
copyrights! etc.
61
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It is e@ually important to identify emerging 4pportunities which could make the
market grow faster / larger or ac@uire "usiness more easily. Similarly! are there Threat
factors that could reduce the total market sie. These could "e due to regulatory
guidelines! changes in fashion trends! consumer preference! macro economic events
like currency crisis! import / e&port! war! natural calamity! demographic shift! etc.
BUSINESS CONTINUITY PLAN:0hile planning for market share analysis! it is
important to plan for the worst! i.e. how to ensure continuity of the going concern in
the event of a calamity. Companies which have effective Plan F usually sustain
shocks "etter and ensure achievement of targeted market share.
TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to arrive at
the overall market sie for the assessment period! and there"y decide on the volume of
"usiness any one firm targets to achieve during the period. This helps determine the
firmKs targeted market share. This also help "udget for strategic activities like
"udgeting for $D! sales promotion! marketing! raining! etc.
%arket Share -nalysis shows customers as a percentage of the neigh"orhood they are
a part of! and is completed together with Customer %apping.
C;)7* M-55+
Customer mapping shows organiations which neigh"orhoods and markets they
are serving with their products. The results of customer mapping can often "e
surprising and show trends that were otherwise unknown.
In the e&le "elow! the "usiness owner e&pected to see many customers in the
south! however was @uite surprised to find the high num"er of customers in the
north as well. This changed his whole marketing focus.
In addition! customer mapping can "e applied not only to an entire client data"ase! "ut
also to selected kinds of customers such asJ
Those who have "ought certain products! or certain services
Those whose purchases e&ceed a specified amount
To gain the greatest value from Customer mapping! it can "e com"ined with market
share analysis to reveal the strongest areas that are "eing reached! and those that are not
"eing reached.
0ith the falling price of note"ook PC+s and increasing culture of mo"ility! the market
witnessed a significant shift of consumer demand! with commercial desktops
63
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customers opting for note"ooks PC+s instead!H said %r Piyush Pushkal! manager PC
$esearch! IDC India.
In the overall PC markets raking that include note"ooks and desktops! *P continues
to retain the top slot with a market share of 31E ! followed "y *C at 19E and
enovo at :E in items of unit shipments.
In the desktops PC market also the first three places were taken up "y *P! *C and
enovo respectively.
In the commercial desktops PC shipments! *C and *P jointly shared the top
position in 3
The prices of note"ooks dropped 11E during the calendar year 3
35E year,on,year growth in unit shipments in 3
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contacts tools for its workforce! customers and partners. Afficient communication
drives customer responsiveness and improves employee productivity.
*ere has never "een such a good time for laptops "uyer in India. In recent time! prices
have dropped much faster then anticipated. Can you imagine a laptops at $s. 32!
Devita Saraf! A&ecutive Directors! enith Computers !says that in 3
technology features! enhanced performance product dura"ility and post,sales services.
enith registered a volume growth of 72calendar year 3
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The market for "udget laptops will continue to grow at a fast pace as a new first,
time customers will "uy laptops instead of desktops.
Anterprise will also start e@uipping their sales force and other lower management
cards with laptops.
4n the technology front! wireless 0-B+s will slowly start "ecoming a standard
feature of deployments.
P*4*7--;
Common "randing and rationaliation helped the *C duo clarify their focus! even as
handsets continued to dominate revenues.
=roup *C went "ack to its roots in 3
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in 3
*owever! other clients started driving growth for *CT towards the second half of
3
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"e managed "y an administrator using a modem and phone line! if the client machine
is configured as a remote access server. The 0-B feature is availa"le "oth in
windows 3
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METHODOLOGY PROCEDURE OF &ORK
- $esearch %ethodology defines the purpose of the research! how it proceeds! how to
measure progress and what constitute success with respect to the o"jectives
determined for carrying out the research study. The appropriate research design
formulated is detailed "elow.
A&ploratory researchJ this kind of research has the primary o"jective of development
of insights into the pro"lem. It studies the main area where the pro"lem lies and also
tries to evaluate some appropriate courses of action. The research methodology for the
present study has "een adopted to reflect these realties and help reach the logical
conclusion in an o"jective and scientific manner. The present study contemplated an
e&ploratory research
RESEARCH DESIGN
The research design is the "asic framework! which provides guidelines for the rest of
the research process. The present research can "e said to "e e&ploratory. The research
design determines the direction of the study throughout and the procedures to "e
followed. It determines the data collection method! sampling method! the fieldwork
and so on.
NATURE OF DATA
PRIMARY DATA:Primary data is "asically fresh data collected directly from the
target respondents it could "e collected through >uestionnaire Surveys! Interviews!
;ocus =roup Discussions Atc.
SECONDARY DATA: Secondary data that is already availa"le and pu"lished
.it could "e internal and e&ternal source of data. Internal sourceJ which originates
from the specific field or area where research is carried out e.g. pu"lish "roachers!
official reports etc.
A&ternal sourceJ This originates outside the field of study like "ooks! periodicals!
journals! newspapers and the Internet.
DATA COLLECTION
P*+7-*, --: Primary data was selected from the sample "y a self,
administrated @uestionnaire in presence of the interviewer.
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SAMPLE SI@E:
The survey is conducted among 1
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to know not only the research methods / techni@ues "ut also the methodology.
$esearchers not only need to know how to develop certain indices and tests! how to
calculate the mean! the mode! the median or the standard deviation or the chi s@uare!
how to apply particular research techni@ues! "ut they also need to know! which of
these methods or techni@ues! are relevant and which are not! and what would they
mean and indicate and why. $esearchers also need to understand the assumptions
underlying various techni@ues and they need to know the criteria "y which they can
decide that certain techni@ues and procedures will "e applica"le to certain pro"lems
and others will not. -ll this means that it is necessary for the researcher to design his
methodology for his pro"lem as the same may differ from pro"lem to pro"lem. ;or
e&le ! an architect while designing a "uilding! has to consciously evaluate the
"est of his decision ! i.e.! he has to evaluate why and on what "asis he selects
particular sie! num"er and locations of doors! windows and ventilators! uses
particular materials and not others and the like.
I have carried out a research which is "oth @ualitative and @uantitative in its support.
The @ualitative approach applies to "oth! descriptive and inductive forms of research.
0hile as in case of @uantitative approach! an e&tensive use has "een made of the
literature availa"le to carry out a detail research on the nature of the pro"lem. I have
chosen *C =lo"al as the target company for my research study.
SAMPLING UNIT:'
0ho is to "e surveyedO The marketing researcher must define the target population
that will "e sampled.
The sample #nit taken "y me =eneral pu"lic of different age group! different gender
and different profession
SAMPLING FRAME:'
The source from which the sample is drawn
SAMPLING TECHNIUE: '
In the Project sampling is done on "asis of P*-++, )-75+. -mong the
pro"a"ility sampling design the sampling design chosen is stratified random sampling.
Fecause in this survey I had stratified the sample in different age group! different
gender and different profession
8
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